Dräger leads the way with groundbreaking tech innovations in patient care page 5
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CONTENT
CON N EC T E D HEA LTH 5
DRÄGER: Medical Technology Manufacturer Dräger Leads the Way with
Ground-breaking Tech Innovations in Patient Care
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NEWBRIDGE PHARMA: Pharma Company Becomes the Vanguard of Change FUJIFILM: When it Comes to Digital Solutions, Expect the Unexpected ABBOTT: Smart Tech to Help the Lives of People Living with Diabetes
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Pharma Company Becomes the Vanguard of Change NewBridge has made a name for itself throughout the Middle East and North Africa (MENA) by creating its speciality niche in licencing innovation from biopharmaceutical companies that desire regional access to MENA countries through partnering with a strong local expertise across the region.
I N N OVAT I V E TECH 12 14 15
DAIMLER: Integrated Technology Revolutionises Transport in MENA DATAFLOW GROUP: Digital Disruption in Risk Mitigation TEADS: Advertising Experiences That Deliver
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Integrated technology revolutionises transport in MENA The new Mercedes-Benz Actros 5 raises the bar to deliver safer, more intelligent heavy vehicle transport solutions.
Editor in Chief: Christian Ehrstrom Journalists: Tim Hydari, Kerry Luck-Torry, Ambreen Noon Kazi, Radha P. Shah, Gavin Parsons LAYOUT / DESIGN: JENNI HYTTINEN Photographer: Mohamed Omar El Khair Printed and distributed by Al Nisr Publishing
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Our Mission: Improving Acute Care As Your Specialist in Acute Care we know that connected solutions play a vital role in driving outcomes and increasing the efficiency of patient care. We are envisioning a future of Acute Care where medical devices are connected as systems, interacting with one another enabling new clinical applications in a safe and secure environment.
LEARN MORE AT DRAEGER.COM
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Medical technology manufacturer Dräger leads the way with ground-breaking tech innovations in patient care Atlan from Dräger is the first interoperable anaesthesia device, heralding a new era of service-oriented device connectivity medical care solutions
German medical technology manufacturer Dräger has launched a number of connected medical device solutions based on the latest industry standard Service-oriented device connectivity (SDC). These solutions are positioned in the global healthcare industry, which are positioned to transform the landscape of patient care around the world. The company’s technologies based on SDC principles enable bi-directional communication between multiple medical devices, automating the transfer of medical data along each point of patient treatment.
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With SDC data at your fingertips from different sources, this improves safety, clinical outcome, and the possibility to drive up therapy to better levels. Among Dräger’s recent IT solutions are the Clinical Assistance Package, Data Analytics and Mobile Patient Watch, and most notably, the first SDC compatible anaesthesia device, Atlan. All of these applications were designed to increase the efficiency of sharing patient data, and are prompting the wider healthcare sector to consider the potential for a future of connected technology in medicine. Dräger IT based medical care solutions are at the centre of reducing the probability of human error in patient care processes, and revolutionising the quality and safety of patient care. Dräger’s SDC solutions can help healthcare facilities incorporate more streamlined, safer, and comprehensive treatment in their delivery of patient care, explains Jens Altmann, Head of Business Unit IT and Systems. Considering the amount of fractional information required to make correct instant care decisions, Altmann
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highlights how “Pulling data from different sources needs to be compiled in a short amount of time in order to be responsive to medical emergencies.” Instead, he explains, “With SDC data at your fingertips from different sources, this improves safety, clinical outcome, and the possibility to drive up therapy to better levels.”
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Different data leverages better patient decisions, which in turn also positively impact workflow and the cost of managing care.
Studies have shown that caregivers need to be relieved of tiring routine tasks and that their skills are better applied for improved therapy decisions. Combined data retrieved through SDC devices leads to more meaningful and useful medical information for treatment. “Different data leverages better patient decisions, which in turn also positively impact workflow and the cost of managing care,” Altmann asserts. Emphasising the need for more relevant alarm management, Altmann says, “Today all systems are meant to alarm when certain settings are activated, but their incorrect operation creates alarm fatigue among caregivers, caused by constant noise levels – and they may not attend to real alarms for life-threatening scenarios.” With SDC, it is possible to route and manage alarms differently, streamlining healthcare providers’ workflows and processes, which in turn optimises patient care and safety. In a healthcare facility the reality is that there are devices and machinery from a variety of different manufacturers. “Basic demographic patient information is then manually inputted and transferred from device to device – a process which is
prone to human error and can result in incorrect decisions, sometimes dire,” says Altmann. SDC alternatively provides a standardised way to collect and share data across a variety of medical equipment. Dräger’s connectivity solutions, then, are at the centre of fostering and nurturing care-focused medical facilities. Dräger’s additional new interoperability options based on SDC recently introduced to the market are changing the future of healthcare in foundational ways. Altmann describes promising examples of connected devices for lung recruitment manoeuvres that eliminate the use of multiple screens so specialists can focus their attention on performing medical procedures.
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Connected technology is significantly different to what we’ve previously experienced in healthcare, opening a new era in medical technology. Beginning with selected hospitals in 2019 across Europe, Altmann explains, “Connected technology is significantly different to what we’ve previously experienced in healthcare, opening a new era in medical technology. The Atlan anaesthesia device can “talk to” patient monitors (and vice versa), and is fully integrated and time-synchronised, transmitting and receiving patient data simultaneously and securely, enabling the reduction of errors in medical care.
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Pharma Company Becomes the Vanguard of Change NewBridge has made a name for itself throughout the Middle East and North Africa (MENA) by creating its speciality niche in licencing innovation from biopharmaceutical companies that desire regional access to MENA countries through partnering with a strong local expertise across the region. NewBridge spearheaded a different path against a prevailing backdrop in the region. It pioneered a unique business model and how to go about it. Not a family business and not a public corporation but built as a company that is institutionally financed by western and regional equities. It also sets its mission on in-licencing innovations only, hence partnering with western companies to commercialize their innovative products across the whole region in MENA.
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We have a one stop solution for a wide geography with complex regulations and access hurdles. Joe Henein – President and CEO of the company has over 35 years’ industry experience in MENA, US and Europe, including executive roles at Wyeth Pharmaceuticals. As a highly articulate industry advocate, he has earned respect as a top-level business leader in the industry and a subject matter expert for the Middle East and Africa pharmaceutical business. Henein recalls the start-up days “it was difficult, recruiting people, garnering attention from the regulators, and create a company from scratch. It was an idea and a power point presentation that I took and built a company around, with real IP assets and business, supported by over 135 talented NewBridgers working in it now.” We only focus on innovative products and treatment advancements within a few but critical therapeutic areas like immunology, rare diseases, oncology, central nervous system and metabolic diseases. In these areas we have a razor-sharp focus in creating value to the assets we licence, to our partners, and shareholders, 2020 | PUBLICATION
and provide new options to the patients of the region.” He added “We have a one stop solution for a wide geography with complex regulations and access hurdles, and we built all the expertise around the disciplines that our partners may need to be successful in commercializing their brands.” The company has been growing steadily since it started commercialization at the end of 2012 and last year ended up with a robust growth year-on-year and now look to continue this growth trajectory in 2020 and beyond. Henein points out that getting to NewBridge’s current position was challenging: “it was a marathon and not a sprint, NewBridgeas any start up passed through the usual growing pains, and in this difficult journey you go through the pressure of cash burning cycles, to the lengthy process of building business around new products, and finally getting the regulators to recognize who we are and what we do.” It took a while to appreciate the NewBridge
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We only focus on innovative products and treatment advancements within a few but critical therapeutic areas model but eventually warmed up after they recognized that the company helps the region to bring serious innovations and therapeutics that address unmet medical needs in very difficult disease areas; like epilepsy, parkinsonism, psychosis, rheumatoid arthritis, breast and other cancers, and a number of rare diseases prevalent to the region. The healthcare professionals were also quick to adapt to the idea and the model of
NewBridge. Joe added “NewBridge attracted their attention when we were able to bring to the region a genomic testing for breast cancer.
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Ensuring that you protect your reputation and that of your partner is of paramount importance. A revolutionary testing that has put us on the map and highlighted our ability to tap into much needed innovation and disruptive technologies. Doctors saw in us a breath of fresh air and they helped advise and guide the company on the innovation they think is needed in the region.” When Henein was asked about the critical ingredients of success in this model, he stressed on a number of points; “First you must remember that we partner on the most innovative products and brands that are critical to these companies. Being cognizant of this important fact there are 3 critical pivots you need to pay attention to; Attract talents and empower the operation engine that will build these brands. Invest in marketing and medical education to create strong understanding and advocacy to these new treatment algorithms, and finally compliance & integrity in all you do. Ensuring that you protect your reputation and that of your partner is of paramount importance.” Headquartered in Dubai, United Arab Emirates, NewBridge benefited from the progressive business environment encouraged by the country rulers, who are strong advocates for technological advancement and innovation, and actively supporting SMEs. Things are positively changing, and NewBridge is at the pharmaceutical vanguard of this change.
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The Bigger Vision of Bringing New Advancement to the Patients Joe Henein’s career has spanned over 35 eventful years at senior levels in the Middle East, US and Europe, culminating in his present role as President & CEO for NewBridge Pharmaceuticals. Joe started his career “from the kitchen” as they say, joining the industry as a medical representative - freshly graduated from the pharmacy school, then made his way up the corporate ladder, passing through and mastering many of the disciplines critical to the industry he worked for all his life and feels very passionate about. Through this journey, and while in the USA, Joe assumed the role of Global VP for number of therapeutic areas, most notable the Infectious Diseases, serving also on the executive committees for a number of companies as R&d council, Development & Strategy Board and The European Executive Council. When moving to Dubai in 2004 Joe was heading up Wyeth (acquired by Pfizer in 2009) in MENA before joining NewBridge. He also served as the Vice-Chairman of the PhRMA Association for Middle East & Africa (MEA), and the Chairman of its Ethics Review Board. In this latter role, he was the head of the committee that wrote the first MEA Regional Code of Pharmaceutical Promotional Practices. It is still largely in use till now after few additions.
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Henein is a known entity in this field in the region, he often speaks on Regional Compliance in International and Regional Forums.
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From day one, we came with bigger vision and made some crucial strategic commitments.
Henein is grateful to have learned from several iconic figures of the pharmaceutical industry throughout his life and has had experience of many business models that provided him with high exposure and learning curves to the industry practice. He has garnered a reputation for combining sharp business acumen with people-skills – a combination that has earned him the trust of colleagues and company clients alike. Looking back, Joe is humbled by the opportunities that shaped his leadership experience and the track record which created many platforms he led to develop people and build businesses, but certainly what he is most proud of is the ability to bring products to the market that make a real difference to patients’ sufferings and lives. “Having the patient needs at the centre focus and compliance with industry codes as an integral part of the operation is key to the success,
and accomplishment of the mission we are all here working for” He further reminds us that our kids, and future generations health problems will only be addressed by the pharmaceutical industry – yes there could be many collaborations with academia, governments, and others but the industry only has the capabilities to turn these dreams and innovation into realities and ultimately bring new advancement to the patients. “From day one, we came with bigger vision and made some crucial strategic commitments. First, to focus on only innovative products that provide advanced treatment options through these innovations, and hence address the unmet medical needs of patients in the MENA region. Second, to drive it through in-licencing products that are either FDA- or EMA-approved. Third, create the right corporate and governance culture to attract and build a team with considerable speciality and institutional talents. “We go in search for these innovations that may not come to our region easily and partner with these companies to create value for their brands and offer new treatment modalities for the MENA patients. “That’s what we are doing – and that’s what we shall continue to do, and I for one, feel very strong and proud about.” 2020 | PUBLICATION
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When it comes to digital solutions, expect the unexpected Former camera manufacturer, Fujifilm, is set to be the new face of medical tech in the Middle East
Long gone are the days when Fujifilm was known only as one of the world’s foremost camera and photographic film manufacturers. Fujifilm released the first digital x-ray imaging and diagnostic machine in 1982, marking the company’s first step toward diversification. Over the past thirty-eight years, the company has expanded its production line to providing additional imaging applications. Now, Fujifilm is at the helm of an even more formidable market breakthrough in the healthcare sector, with connected diagnostic technology. We spoke with Chihiro Sasaki, Divisional Manager for Medical and Healthcare, Fujifilm Middle East, to learn about the brand’s success expanding its product offerings to AI healthcare solutions. Heading the Endoscopy, Ultrasound, IVD, Modality and Medical Systems Information Technology, Sasaki explained that medical imaging machinery comprised 43 percent of the company’s offerings in 2019 alone, part of Fujifilm’s 24 billion USD turnover. Fujifilm’s portfolio of health tech has shown significant growth since 2001; earlier, medical systems comprised only 12 percent of the company’s product line, while 54 percent remained the majority of its general imaging products. Fujifilm’s new forays in healthcare don’t stop at diagnostic imaging, but cover a wide range of medical products including radiopharmaceuticals, for which the company draws on its historic expertise in photographic tools manufacturing. “Fujifilm has applied its expertise in photographic equipment manufacturing to diagnostic imaging equipment, such as X-ray, ultrasounds and endoscopy machines, as well as additional medical IT systems,” reflected Sasaki. Its radiopharmaceu-
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the lungs and brain, thereby increasing opportunities for successful treatment interventions by healthcare providers. To reach this level of new success, Fujifilm has been steadily investing in the medical health industry in companies across Japan, US and Europe over the last ten years, including Diosynth in the United Kingdom, local Japan Tissue Engineering Company, and Denmark’s Biogen Manufacturing, among others. Sasaki sees Fujifilm as the pioneer in healthcare among digital technology innovators, and with its foray into medical imaging, the company is also making innovative contributions to connected health through the use of AI technology.
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Fujifilm has applied its expertise in photographic equipment manufacturing to diagnostic imaging equipment, such as X-ray, ultrasounds and endoscopy machines, as well as additional medical IT systems.
ticals are another line of products that assist with diagnostic processes, due to their ability to detect signs of serious tumors early-on in organs such as
AI facilitates intuitive machine learning, and with that, the capacity to improve healthcare practices and functions, making it possible to examine large quantities of diverse data.
Sasaki described how the company conducted new research to move from photography to diagnostic imaging equipment. “AI facilitates intuitive machine learning, and with that, the capacity to improve healthcare practices and functions, making it possible to examine large quantities of diverse data,” insisted Sasaki. To support the implementation of new technology in the healthcare sector, Fujifilm does more than provide equipment, continued Sasaki. “We provide educational training as
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Chihiro Sasaki, Divisional Manager for Medical and Healthcare, Fujifilm Middle East
well, and programs, to show healthcare providers like nurses, radiologists, physicians, surgeons and biomedical engineers how to implement and maximize new technology to improve medical care.” Speaking of the relevance of the company’s
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We are suppliers, trainers, and we provide solutions – not just equipment – so we can positively inform national healthcare programs around the world.
corporate tagline “value from innovation” for the Middle East, Sasaki identified the main serious diseases in the region as breast, lung, and colon cancers. Fujifilm provides connected health tech solutions in mammography, CT scans, and endoscopy machines, for each disease respectively, in order to catch illnesses early and improve treatment rates. Sasaki discussed the conference and training opportunities Fujifilm holds so buyers and health-
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care providers at all levels fully understand the full functionality of the company’s product offerings. In 2019 Fujifilm created a coworking space in Tokyo known as ‘Brains,’ bringing together global experts, including clinicians and academicians in the field of AI diagnostic health. It is training and learnings from such brainstorming spaces that the company will share globally as well as bring to the Middle East in an advisory and strategy capacity. “We are suppliers, trainers, and we provide solutions – not just equipment – so we can positively inform national healthcare programs around the world.” Connected diagnostic imaging saves lives, by increasing the accessibility of diagnostic images. Not only do new machine technologies take superior images with greater clarity of disease area identification, through digitalization, images can be shared between medical professionals with greater speed, thereby increasing the efficiency and reducing the probability of error in the diagnostic chain. Whether it’s x-rays, ultrasounds, mammograms, or endoscopies, all medical images become part of a digital networking system, accessible to healthcare providers as they need, across surgery
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In the next 30 years, we’ll see AI removing any potential human error because AI doesn’t tire.
through to the therapeutic stages. Thinking ahead, Sasaki expects AI to automatically pick up and detect disease, helping healthcare providers with improved diagnostic accuracy. Sasaki also sees AI health technology as a solution to the global shortage of medical professionals and a means for targeting inequality in access to healthcare in many parts of the world. “Doctors are overworked due to the demands of the profession keeping them on their feet all day. Their performance can often drop as the day progresses, because of physical and mental exertion, due to the long hours and multiple patients and procedures. In the next 30 years, we’ll see AI removing any potential human error - because AI doesn’t tire.”
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Smart Tech to Help the Lives of People Living with Diabetes Managing diabetes is now easier than ever with Abbott’s FreeStyle Libre Diabetes refers to a set of health conditions related to the body’s ability to produce insulin, a hormone central to the metabolization of sugar, which helps with the provision of energy to the rest of the body, and is key to human survival.1 With the right management, it’s possible to live a quality and healthy lifestyle with diabetes.2 Management includes treatment, consistent diet management, regular exercise, and most importantly, glucose monitoring. 3 Continuous glucose monitoring is important for preventing against and stabilizing hyper and hypoglycemic conditions that can occur while living with diabetes.4 Unfortunately, conventional finger-prick blood sugar testing is both painful and inconvenient, and research shows that significant numbers of patients find these to be deterrents5, preventing needed patient-driven self-care, compromising not only quality of life, but also the health care providers’ capacity to provide proper and informed treatment⁶. However, recent research in medical science has explored the potential of technology and digital for providing pain and hassle-free7 solutions for glucose monitoring, and it is showing promising results. “When Abbott launched the FreeStyle Libre System in September 2014, we were driven by an ambitious purpose to transform the lives of millions of people with diabetes,” says Amjad Laimoun, Gulf, Iran & Pakistan Country Manager. “Six years on, FreeStyle Libre has liberated over 1.5 million8 people from the hassle of routine finger pricking9, and has become the leading sensor-based glucose monitoring system worldwide,”10 he continues. The 2020 learned more about the FreeStyle Libre Link application, how people with diabetes and doctors are using it to monitor glucose levels on Smart phones.
How does the FreeStyle Libre System utilize smart tech to help people with diabetes manage their glucose levels? FreeStyle Libre System requires no-finger-prick calibrations9, 11, and is an easy way to check glucose with a painless 1-second scan.12 The system is comprised of a reader or an application, 13 downloaded on smart phones used to scan a disposable sensor14 worn on the back of the upper arm for up
2020 | PUBLICATION
to 14 days. It automatically measures, captures and stores glucose data, day and night. The FreeStyle Libre System helps people manage their diabetes themselves discreetly15 and provides a complete glycemic profile16. Together, this allows healthcare professionals to Generate glucose reports on demand to help make more informed treatment decisions17.
fact, globally, the frequency of glucose monitoring falls short of European guidelines which states that testing should be between 4-8 times daily, and especially in insulin-treated patients.24 Only a third of patients adhere to glucose monitoring as recommended by their healthcare provider23 and two times this report skipping using a conventional glucose monitoring device because they find it invasive.5 Altogether, less than a quarter of diabetes patients achieve their glycemic targets.25
How does the integration of continuous glucose monitoring with smartphone technology assist patients and doctors with making informed treatment decisions?
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Up to 14 days of glucose readings without finger pricks 2
WHY PRICK, WHEN YOU CAN SCAN? 2
1. Scanning the sensor does not require lancets. 2. A finger prick test using a blood glucose meter is required during times of rapidly changing glucose levels when interstitial fluid glucose levels may not accurately reflect blood glucose levels or if hypoglycaemia or impending hypoglycaemia is reported by the system or when symptoms do not match the system readings.
Why is continuous glucose monitoring a better option for people with diabetes? Continuous monitoring with the FreeStyle Libre System makes it easy to identify trends and patterns in glucose fluctuations. This way, diabetes patients and caregivers can make informed decisions for treatment options as well as needed lifestyle changes. In addition to tracking daily patterns, with time-in-range data, both patients and doctors know when glucose readings tend to land above and below healthy levels. Data like this helps people with Type 118 and Type 219 diabetes, including reduced hypoglycemic conditions both day and night. Also Real-World Data show that users of the FreeStyle Libre system have improved glucose control increased time in target glucose range20, and decreased time in hyperglycemia (high glucose levels) and hypoglycemia (low glucose levels)21, as well as reduced HbA1C (average glucose levels over a three-month period).22 How is the Freestyle Libre a “Replacement” for existing blood glucose monitors? A major obstacle to blood glucose monitoring is the pain and hassle of finger pricking that is necessary for getting a glucose reading5,23. Due to this inconvenient process, diabetes patients usually do not test as often as they should, and many therefore do not achieve optimal glycemic control. In
The FreeStyle Libre System empowers people with diabetes to regularly check their glucose levels themselves through a quick, pain-free12, and easy process. By removing the hassle of finger-pricking that conventional blood glucometers require, people are more engaged with monitoring their diabetes. The Flash Glucose Monitoring modality of the app improves the ability to collect information and facilitate compliance. At the same time, it equips doctors with real-time information on reports and glucose trends that are shared seamlessly and remotely via a cloud so they can better advise their patients on lifestyle improvements as well as optimize their treatment decisions based on those glucose trends.17 In this way, health care professionals can spend less time during appointments stressing the importance of daily testing and in return focus on providing streamlined management. © 2020 Abbott FreeStyle, Libre, and related brand marks are trademarks of Abbott Diabetes Care Inc. in various jurisdictions. References: 1.American Diabetes Association. Diabetes Overview. https://www.diabetes.org/diabetes 2.American Heart Association (2015) https://www.heart.org/en/health-topics/diabetes/prevention-treatment-of-diabetes/living-healthy-with-diabetes. 3. American Diabetes Association Diabetes Care 2020 Jan; 43(Supplement 1): S48-S65. https://doi.org/10.2337/dc20-S005 4. National Institute of Diabetes and Digestive and Kidney Disease. Continuous Glucose Monitoring. https://www.niddk.nih.gov/healthinformation/diabetes/overview/managing-diabetes/continuous-glucose-monitoring 5.Wagner J, Malchoff C., Abbott G. Invasiveness as a barrier to self-monitoring of blood glucose in diabetes. Diabetes Technol Ther. 2005;7(4):612-619. 6. Hortensius, Johanna., et al. Perspectives of patients with type 1 or insulin-treated type 2 diabetes on self-monitoring of blood glucose: a qualitative study. BMC Public Health 12.1 (2012): 167 7. Data on file, Abbott Diabetes Care. In a study conducted by Abbott Diabetes Care, 99% of patients surveyed (n=123) agreed that the FreeStyle Libre system would reduce the hassles of glucose monitoring 8. Abbott Data on File 9. Bailey Timothy., et al. The Performance and Usability of a Factory-Calibrated Flash Glucose Monitoring System. Diabetes Technology & Therapeutics. 2015;17(11):787-794. 10.Data based on the number of users worldwide for the FreeStyle Libre system compared to the number of users for other leading personal. 11. A finger prick test using a blood glucose meter is required during times of rapidly changing glucose levels when interstitial fluid glucose levels may not accurately reflect blood glucose levels or if hypoglycaemia or impending hypoglycaemia is reported by the system or when symptoms do not match the system readings. 12. Data on file, Abbott Diabetes Care. In a study conducted by Abbott Diabetes Care, 92% of patients surveyed (n=119) patients agree that it was painless or almost painless to apply the sensor. 13.The FreeStyle LibreLink app is compatible with NFC-enabled smartphones running Android OS 5.0 or later and with iPhone 7 and later running OS 11 and later. Use of FreeStyle LibreLink requires registration with LibreView, a service provided by Abbott and Newyu, Inc.The FreeStyle LibreLink app and the FreeStyle Libre reader have similar but not identical features. A finger prick test using a blood glucose meter is required during times of rapidly changing glucose levels when interstitial fluid glucose levels may not accurately reflect blood glucose levels or if hypoglycaemia or impending hypoglycaemia is reported by the LibreLink app or when symptoms do not match the FreeStyle LibreLink app readings. 14. Data on file, Abbott Diabetes Care. 60-minute warm-up required when applying the sensor. Sensor is water resistant in up to 1 meter (3 feet) of water Do not immerse longer than 30 minutes. Not to be used above 10,000 feet. 15. In a study conducted by Abbott Diabetes Care, 91% of patients surveyed (n=123) agreed that using the FreeStyle Libre system is an easy and discreet way to check glucose. 16.Sensor has to be scanned at least once every 8 hours. 17.LibreView is compatible with the latest versions of the Safari, Internet Explorer, Chrome, and Firefox web browsers running on Mac OS X Mountain Lion or later and Windows 7 or later. Use of FreeStyle LibreLink requires registration with LibreView, a cloud-based service developed by Newyu, Inc and provided by Abbott and Newyu, Inc. Data captured by FreeStyle LibreLink will be automatically uploaded to LibreView when the phone on which it’s running is connected to the Internet. 18. Bolinder J, et al. Novel glucose-sensing technology and hypoglycaemia in type 1 diabetes a multicentre, non-masked, randomised controlled trial. Lancet. 2016;388(10057):2254-2263. 19. Haak T, Hanaire H, Aijan R. et al. Flash glucose-sensing technology as a replacement for blood glucose monitoring for the management of insulin-treated type 2 diabetes. Diabetes Ther. 2016. DOI 10.1007/s13300-016-0223-6. 20. Canadian real-world analysis of flash glucose monitoring and glycemic control; Lori Berard, Laura Brandner 21. Acute diabetes complications defined by hypoglycemia, hypoglycemic coma, hyperglycemia, ketoacidosis, or hyperosmolarity ICD-10 codes as primary diagnosis for inpatient or as any position in the outpatient emergency claim; Matthew Kerr, Gregory Roberts, Diana Souto, Yelena Nabutovsky. 22. Improving HbA1c control in people with Type 1 or Type 2 diabetes using flash glucose monitoring: a retrospective observational analysis in two German centers; Gerhard Klausmann, Ludger Rose, Alexander Seibold 23. Vincze G, Barner JC, Lopez D. Factors associated with adherence to selfmonitoring of blood glucose among persons with diabetes. Diabetes Educ. 2004;30(1):112-125. 24.Schnell O, Alawi H, Battelino T, et al. Consensus statement on self-monitoring of blood glucose in diabetes. A European perspective. Diabetes, Stoffwechsel und Herz. 2009;18(4):285-289. 25. Foster N, Beck R, Miller K, et al. State of type 1 diabetes management and outcomes from the T1D exchange in 2016–2018. Diabetes Technol Ther. Published online January 19, 2019. http:// doi.org/10.1089/dia.2018.0384. *Scanning the sensor to obtain glucose levels does not require lancets. Images are for illustrative purposes only. Not real patient or Health Care Professional. Simulated data for illustrative purposes only. Not real patient or data. ADC-19875
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Video of the new Actros Semi-Autonomous Test Drive:
Integrated technology revolutionises transport in MENA The new Mercedes-Benz Actros 5 raises the bar to deliver safer, more intelligent heavy vehicle transport solutions. As an industry leader in the commercial, heavy vehicle sector, the Mercedes-Benz brand, name, and logo, has inspired trust and confidence for decades. It has earned a well-deserved reputation for combining ingenuity with innovation, adding value to operators. Sticking to this ethos, the fifth generation of the Mercedes-Benz Actros, debuting at the 5th International Conference on Future Mobility in Dubai, continues to pave the way in heavy vehicle transportation in MENA. In recognition of the contribution towards road transport innovations, specialist commercial vehicle journalists from 24 European countries voted for the Mercedes-Benz Actros 5 to be crowned Truck of the Year 2020. Building on four successive generations of Actros, the latest version confidently delivers even more in terms of safety, efficiency and reliability, while staying true to the inner values of the brand. With the automotive industry embracing innovative technology in even greater numbers, the Actros 5 has also been revamped, with heightened senses and even more self-awareness to serve 2020 | PUBLICATION
as an industry leading, semi-autonomous heavy vehicle. MIRRORCAM
The Actros 5 debuts in the UAE with its most significant upgrade on previous models by replacing the conventional rear-view mirrors with digital cameras on the outside and two 15-inch displays inside the vehicle; the MirrorCam provides improved all-round views. The system delivers a significantly improved driving experience, while increasing road safety, as well as providing considerable aerodynamic advantages on the road. In addition, the MirrorCam improves
the vision by automatically panning the camera image when manoeuvring, turning corners or changing lanes. The MirrorCam systems also provide additional information to the driver, where the two screens feature special distance lines to help in handling the truck securely and safely. ACTIVE DRIVE ASSIST
Featuring a new, semi-autonomous driving technology, the Active Drive Assist improves driving safety and reduces the risk of rear-end collisions, as well as relieves the driver by improving the drive comfort. It does so by innovatively
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13 combining the functions of separate systems, which allows independent steering, acceleration and braking. The Actros 5 combines longitudinal and lateral control through a fusion of different systems and also incorporating radar and camera information. Active Drive Assist advances the tried-and-tested proximity control assist with stop-and-go function, by adding autonomous braking and acceleration, allowing it to maintain the set distance to the vehicle ahead. The Lane Keeping Assist and the electrically assisted Servotwin steering handle active lateral guidance of the truck. The system enables partially autonomous driving across the entire speed range. This means that the driver is obliged to stay in control of the vehicle and to keep his/her hands on the steering wheel at all times. By intelligently linking various driving, safety and assistance systems, the new Active Drive Assist provides especially high driving comfort and relaxed driving, considerably greater safety and, at the same time, economic, fuel-efficient driving. ACTIVE BRAKE ASSIST 5
The fifth generation of the system assists the driver in that, under ideal conditions and within the limits of the system’s capabilities, it performs automated full braking when approaching stationary and moving objects and moving pedestrians, and may thus mitigate or, under ideal conditions, even prevent accidents entirely. The fusion of radar and camera sensors on the fifth generation has dramatically improved response to moving pedestrians at speeds of up to 50 kilometres per hour. Active Brake Assist 5 is now capable of applying automated full braking within the limits of the system’s capabilities in reaction to pedestrians crossing its path, approaching from the front or walking ahead. The Active Brake Assist 5 supports the driver in critical driving situations and are able to mitigate or avoid accidents within the limits of the systems’ capabilities. MULTIMEDIA COCKPIT
The Actros 5 upgrades on previous models with more digital integration to deliver increased connectivity
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between the different functions on the truck.
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The new Actros 5 comes to the UAE with market benchmark reliability and fuel efficiency ensuring lower costs and higher profitability for fleet owners.
A high-resolution 26-cm (10.25-inch) colour display replaces the conventional instrument cluster and provides a clear display of all driving and vehicle information. It is supplemented by the Multi-Touch display in the same size on the dashboard. The driver can access the functions of the vehicle as well as climate control,
radio, connectivity, interior and exterior lighting and more through the multi-touch display. These functions can also be accessed via the quick access buttons underneath the display or via the touch buttons on the steering wheel. A further upgrade is available through a larger 12-inch screen, which permits a choice between three screen designs for even more detailed digital information. FUEL EFFICIENCY
The new Actros 5 comes to the UAE with market benchmark reliability and fuel efficiency ensuring lower costs and higher profitability for fleet owners. With its finely tuned, reliable drivetrain configurations, further optimised and sophisticated aerodynamics and fuel saving drive programs, the new Actros 5 brings greater sustainability and efficiency to the transportation segment. Having successfully completed its Abu Dhabi-Dubai test run, the new Mercedes-Benz Actros 5 is slated to change heavy goods commercial transportation in the the region. Using the latest road transport innovations, the new Actros 5 delivers an even safer and securer road and driver experience than its predecessor, whilst continuously and seamlessly integrating technology to ensure the heavy goods transport industry moves in the right direction. 2020 | PUBLICATION
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Digital Disruption in Risk Mitigation Pioneering Dubai-based company the DataFlow Group defines the digital future of Primary Source Verification (PSV) Historically, the corporate and professional world has leveraged conventional channels to ascertain whether a potential employee is truly who they claim to be. This fact-checking practice - typically a manual process involving someone picking up the telephone - has long been the norm. However, against the backdrop of an increasingly global workforce, this approach is not without its limitations. Particularly when you take in to account the rising sophistication in the misrepresentation of credentials, which is sometimes perpetrated in collusion with unscrupulous Issuing Authority officials. In this context, the traditional background verification approach can be ineffective and lead to serious consequences, especially in high-risk sectors. “Healthcare is one area where there is no margin for incompetence,”, says Sunil Kumar, CEO at the DataFlow Group. “The risk of having someone who is not qualified for a job can literally make a difference between life and death. In the GCC, we are proud to work closely with most of their Health Regulators to ensure those with questionable credentials are identified early and are eliminated from the application (and licensing) process.”
accounting and financial service industries. “Our reputation as an industry leader within the verification space has enabled us over the last 15 years to build an expansive network in excess of 100,000 Issuing Authorities across more than 200 countries and territories. The sheer volume of information provided by our network has enabled us to pull the data from disparate sources and identify trends which indicate instances of fraud and internal collusion. By pinpointing these early, we are able to focus on doing what we do best at the DataFlow Group - delivering high-quality verification results in low turnaround times. To enable this operationally, the DataFlow
Experts in Global Verification
As a leading global provider of specialised Primary Source Verification (PSV) solutions, background screening and immigration compliance services, the DataFlow Group has emerged as the first line of defence to help organizations across various industries protect themselves against financial losses, regulatory implications, reputational and brand damage as well as internal risks. The company works with a worldwide client portfolio that includes ministries, immigration departments, regulators and private sector firms and has over time, developed a strong reputation for PSV in the healthcare sector. In other sectors, the DataFlow Group has long-standing strategic partnerships with clients in the engineering, immigration, 2020 | PUBLICATION
that we bring to the verification industry,” adds Sunil. TrueProfile.io - the Digital Future of Verification
Never one to rest on their laurels, the DataFlow Group is in the process of transforming the risk mitigation value chain of the future - through TrueProfile.io. A portable blockchain-based verification solution, TrueProfile.io allows individuals to start the credential verification process even before signing-up for a job, thereby ensuring a minimal time lag in securing a license once they accept an offer. Equally important, at the opposite end of the hiring spectrum, the TrueProfile.io platform provides employers access to a global, qualified and most importantly, verified talent pool - significantly reducing the time and effort that goes into recruiting a qualified professional. “With TrueProfile.io, we aim to simplify the recruitment and licensing process, and help employers cut down their hiring time and costs,” notes Sunil. “Think of us as a technology solution that offers the largest pool of qualified and verified healthcare professionals who are ready to be hired in the GCC.”
Commitment to Excellence
Sunil Kumar, CEO at the DataFlow Group
Group has built teams of verification experts in key talent supply markets throughout the globe, where having a local presence in geographies that have high levels of migration has helped us to become the market ‘go-to;’ best placed to assist Applicants and businesses to mitigate risk within international recruitment,” says Sunil. “We know there are a lot of mom-and-pop shops out there, but the DataFlow Group has established itself through the quality of its operations and the technological know-how
The DataFlow Group’s mission is to ‘Protect Communities’ – a task they deliver in their capacity as a global expert in both professional integrity and immigration screening services; working across borders within countries that rely mainly on foreign talent. “Our operational rigour and Customer promise is founded on the core values of security, accuracy, integrity and flexibility,” says Sunil. “Adhering to the highest industry standards, we want to be the partner of choice when it comes to the risk mitigation solutions utilized for a qualified and verified workforce, and with TrueProfile.io we have a future proof solution that will meet this objective - and the demand.”
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15
Advertising Experiences That Deliver Teads drive smarter, more personalised marketing to maximise engagement
As a global media platform, Teads take great pride in thinking outside the box. The company wants to be seen as a positive force in the media ecosystem, providing data-driven creative advertising experiences. Teads work to connect brands with consumers, intelligently, through advertising that doesn’t interrupt them. With consumer experiences at the heart of everything the company does, Teads create the conditions to reach users locally and globally, through a single-access point, by delivering quality ad solutions on a large scale. Providing interactive formats, along the entire funnel in one platform, Teads distribute advertising that is formulated to generate outcomes.
Benefiting businesses in the region Jerome Mouthon, President Teads MENA, sees the company in a unique position to help drive the Gulf region’s brands towards successful outcomes. “Our global media platform empowers local economies by helping publishers enhance their business opportunities, in opposition to the big social media players that dominate the market,” explains Jerome. “Our aim is to provide a formula that drives revenue distribution to regional players more equitably.” By developing a specially-curated platform that drives real revenues, Teads create efficiency and clarity in the digital advertising landscape. “Facebook and Google have created an advertising duopoly that restricts the range of information to which subscribers have access. To operate independent of this walled garden, Teads has built a curated advertising ecosystem, that drives real revenues to provide quality, brand safety, transpar-
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ency and a fraud-free advertising environment,” elaborates Jerome. Working in conjunction with the Expo 2020 vision and directives, Teads is supporting the UAE and the wider Gulf by offering businesses the chance to highlight strategic milestones and properly connect with visitors and investors. Jerome Mouthon, President Teads MENA “With Teads, local digital actors can reshape their advertising codes, As Jerome notes, “Our Global Media platform reinventing their business marketing models to provides extended reach, while being more effecbetter orient consumers to their particular solu- tive, up to three times more efficient in terms of costs per view and allows for frictionless activations.” tion. By combining better targeting, with attention-grabbing creatives and powerful AI, Teads inRead deliver an optimal advertising experience, personTeads’ flagship ad experience enables publishers alised to the user.” By partnering with Teads, advertisers can make to easily monetise video inventory on their pages, while simultaneously allowing scalability. Impor- better ads that are easier to test and activate before tantly, inRead is respectful to the user, engaging going live with a media strategy. This helps adveronly when a consumer determines that they want tisers leverage on premium, creative support, while to engage. It doesn’t gate or restrict content, or force getting access to scalable media solutions. Equalan ad. This kind of engagement establishes a more ly, Teads support publishers in developing their trusting relationship between brands and consum- business by providing a technological infrastructure that enhances commercial solutions beyond ers. Jérome elaborates, “We’ve since expanded our simple inventory tools. The platform uses Teads inRead products to include a suite of formats that Prediction AI, scalability tools, and data-targeted are suitable for every device and context. In today’s segments to reach the most specific of digital audigital ecosystem, businesses can no longer rely on diences. The Teads end-to-end platform gives full ownCPM and buying impressions to make an impact. That is why inRead is designed to work seamlessly, ership to the user and helps connect publishers and complement also social media activations in a directly to brands, without adding additional players and increasing the tech tax on advertisers. powerful, frictionless engagement.” It is a self-service platform that offers full-funnel Teads Studio solutions: from campaign ideation and execution, through to content testing and delivery, to make With billions of ad impressions wasted every day marketing more precise and efficient. by showing the wrong ad to the wrong person at “Teads leads in the digital media industry by the wrong time, Teads Studio has created a unique, providing transparency, and giving control back to integrated, data-driven technology platform that marketers, to accelerate mass, one-to-one, brand easily helps advertisers create artistic, interactive building that is fuelled by data and digital technolvideos and display ads. The platform can also show ogy. Simply put, we have made it easier, safer, and ads based on dynamic signals, like time, location, more efficient for users to reach their audiences weather, device or audience segment. across the web.” adds Jerome.
2020 | PUBLICATION
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